We've been taught the customer journey all wrong. Common wisdom is that you guide people through a series of steps and levels of awareness: • First we snag someone's attention and show them they have a problem. • Then we show them that this is a fixable problem. • Convince them we have the best solution for it. • And try and get them to buy. But that is a customer journey from OUR point of view as the seller. What if we mapped it out from THEIR perspective, anticipated their next question, helped them through the decision process, but also respected them enough to let them be in control the whole time? It's still the same journey (unaware > problem aware > solution aware > program aware > sale), just viewed thru a different lens. THEIRS rather than YOURS. YOU want them to buy your thing. THEY want to know if you're the right person to buy from, if they can even succeed with your method, and why the hell they should bother trying. I just laid out a whole scenario around this in Funnel Forensics using a dog trainer example, but it translates to any (like literally, ANY) scenario. The actual journey your funnel needs to support isn't, "what do I want them to do next?" but "what do they need to understand, believe, or feel confident about before that next action makes sense?" It comes down to decision support. Whether the ultimate goal is to buy a 12-week dog training program, join a vegan cooking community, upgrade to a paid tier, or something else. To make sure you're supporting your prospective buyers to the click, join us. We're diving in on Thursday.